Draft subject to further modifications

Supply Chain Analysis of Potato Chips:

Case Study of PepsiCo’s Frito Lay in India

Meeta Punjabi

United Nations Food and Agricultural Organization

New Delhi

March, 2008

Email: [email protected]

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Acknowledgements

My thanks to the PepsiCo team at Delhi and Kolkata for their support and collaboration
in providing information for this study. Special thanks to Mr. Abhiram Seth (Executive
Director, Exports) for taking the time to give an overview of the company’s contract
farming operations in India. Mr. Nischint Bhatia (Executive Vice-President, Agro)
provided information about the contract farming operations for potatoes in different parts
of India. The Pepsico team in West Bengal, Mr. Pratap Bose (General Manager, Agro,
West Bengal) helped to co-ordinate the visit to the processing plant and field visit to
interact with contract farmers. Ms. Samapika Hazra (Asst Manager, Agro) provided
detailed description of the contract farming operations in Kolkata and coordinated
interviews with the farmers. Her efforts are especially commendable under the untoward
weather conditions in West Bengal at that time. My sincere thanks to farmers in Hoogly,
for contributing valuable time to provide input about their experiences in contract
farming for potatoes.

I am thankful to Mr. Roberto Cuevas for giving me the opportunity to undertake the case
study. I appreciate the support provided by Dr. Jo Cadilhon (FAO RAP) and for his
valuable suggestions on the draft. The funding for the study came from the FAO
Programme Entity 2MA04 on “Fostering competitive agro-industries”. The various case
studies contribute to Major Output 7 on “Ensuring product quality and safety in agro-
industries”.

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 Supply Chain Analysis of Potato Chips:
Case Study of PepsiCo’s Frito Lay in India

1. Introduction
Horticulture produce in India is largely marketed through traditional channels. A typical
marketing chain for horticultural produce consists of several players as shown in Figure
1. Typically, in the traditional supply chain where the produce of several farmers is
aggregated, there is no premium for quality produce. Hence the farmer is not motivated to
focus on quality issues. In recent years, with high private sector investment in processing,
exports and retailing of horticultural produce, there is increasing emphasis on developing
supply chains for quality produce. Quality specifications are important to meet the
requirements for processing and export market. Thus, companies have to be closely
involved with farmers to ensure compliance with quality.

Figure 1: Supply Chain for Horticultural Produce in Traditional Channel in India

Farmer Æ Consolidator ÆWholesaler Æ Semi-wholesaler ÆRetailer

FAO is conducting a series of supply chain studies in India and other developing
countries to study the impact on farmers who are a part of supply chains producing
specific quality of produce. The objective of this study is to compare a group of farmers
linked with a company, or organization producing high quality produce to a group of
farmers operating through the traditional market, where both groups are producing the
same agricultural commodity. Key aspects of comparison between the two groups are:
quality of output, productivity levels, accessibility of inputs and production technology,
quality of inputs used, price of output, and price and production risks.

In this paper PepsiCo supply chain for manufacturing ‘Frito Lay’ potato chips through
contract farming for potatoes in India is taken up as one such case study. PepsiCo is one
of the pioneers of contract farming in India since 2001 Their experience in contract
farming has covered many crops – potato, basmati rice, tomato, chili, peanut, oranges and
more recently sea weed. PepsiCo’s operations started in India started in the region of
Punjab in collaboration with state government. PepsiCo India's project with the Punjab
Agro Industries Corporation and Punjab Agriculture University remains one of the most
ambitious contracts farming projects in the country. The program focuses on evolving
agricultural practices to help Punjab farmers produce crops that would make Indian
products internationally competitive (www.rediff.com, 2007). Over the years the
company has initiated contract farming in several states. The model for contract farming
has also evolved over the years with experience and ground level interactions with
farmers. Potato is the largest crop for contract farming for producing potato chips for
Frito Lays. The company is currently procuring potatoes from several states to meet their
processing requirements.

Because PepsiCo was one of the first companies to introduce contract farming in India,
much has been written about their experience with contract farming. Mostly these

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discussions have focused on the impact of contract farming on farmers. In this paper the
approach is to look at the entire supply chain and to see how small farmers in India are
involved in meeting international quality standards, and how this modern value chain
differs from the traditional supply chain for the same crop.

The key input for this study was provided by direct interactions with company executives
at various levels and interaction with contract farmers working with the company. Other
sources of information include, media press reports, secondary data and internet
information. The rest of the paper is organized as follows. The next section gives an
overview of potato sector in India including production, consumption and exports. Before
conducting a detailed supply chain analysis, a background of PepsiCo operations in India
is presented in Section 3. Section 4 describes in detail the supply chain of potato chips
with focus on food safety and quality issues. Section 5 presents a comparative analysis of
gross margins and risks faced by PepsiCo contract farmers and farmers selling to the
traditional market. Section 6 concludes with insights into company perspective on
contract farming and learning lessons from this experience.

2. Overview of Potato Sector in India

Table 1: Potato Area and Production in India

Area Production Yield

STATE/UTs ('000 Ha) ('000 MT) (Tons/Ha)
UTTAR PRADESH 440 9822 22
WEST BENGAL 321 7107 22
BIHAR 318 5657 18
PUNJAB 73 1470 20
GUJARAT 43 978 23
MADHYA PRADESH 52 783 15
KARNATAKA 60 603 10
ASSAM 73 589 8
UTTRANCHAL 22 448 20
HARYANA 18 442 24
ORRISA 13 165 13
MAHARASHTRA 17 163 9
HIMACHAL PRADESH 14 152 11
MEGHALAYA 18 149 8
CHHATISHGARH 13 130 10
JAMMU & KASHMIR 7 117 17
Other 39 413 10
TOTAL 1542 29189 19
Source: www.nhb.gov.in

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India is placed 3rd in the list of major potato producing countries of the world. It
produces around 25 million metric tons of potatoes that contribute to approximately 8 %
of the world’s total produce. This crop is grown in 1.5 million hectares of land in India
ranking 4th among the countries having maximum area cultivated for potatoes. The yield
rate per hectare in India is quite low, about 19 tons per hectare as compared to the
productivity in the European countries that ranges between 30-40 tons per hectare.

Average potato production in India ranges between 24-26 million tones. Three of the
major producing regions are UP, West Bengal and Bihar, accounting for about 72% of
the national production. Other major producing states are Punjab, Gujarat, Madhya
Pradesh, Assam and Karnataka. About 80% of the potato in India is grown in winter
months (Rabi crop). In some states, the potato is planted in monsoon season – Karnataka,
Maharashtra, Himachal Pradesh, and Jammu and Kashmir.

Regarding the consumption pattern, given the population size, most of the potato
produced in consumed within the country. As a result, there is a very small quantity of
the potatoes left for the exports making India’s share in world exports insignificant and
inconsistent. India exports around 0.5% (72000 MT) of the total worlds of potatoes. The
importing countries are Sri Lanka, Nepal, Mauritius, Singapore, United Arab Emirates
and Japan. The imports of this crop in the country are negligible. Further, the level of
processing is also very low, since most of the potatoes are used as table potatoes.
Processors involved in chip-making and other forms of processing have to work closely
with farmers to ensure specific variety and other requirements for processing.

3. About PepsiCo India Operations

Overview of Company Activities

This section draws from the details about the company available online
(www.pepsiindia.co.in). PepsiCo entered India in 1989 and is currently one of the largest
food and beverage companies in the country. Exports business is a major part of PepsiCo
operations in India. At the time of entry into India, the company was obliged to earn at
least 50 percent of its revenue from exports. The export obligation expired in 1993-94;
however, the exports have continued to increase significantly over the years.

PepsiCo India’s product range includes iconic refreshment beverages such as Pepsi, 7
UP, Mirinda and Mountain Dew; low calorie options – Diet Pepsi and 7Up Light;
hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports
drinks - Gatorade, and fruit juices and juice based drinks – Tropicana, Tropicana Twister
and Slice. In the drinks segment, the brands specific to India include – Lehar Everess
Soda, Dukes Lemonade and Mangola.

PepsiCo’s snack food company, Frito-Lay, is the leader in the branded potato chip
market. It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and
traditional snacks under the Kurkure and Lehar brands. The health food segment includes
Quaker Oats and Lehar Lites, a low fat and roasted snack option. The health emphasis
extends to other Frito Lay’s core products as well – the main products, Kurkure, Uncle
Chipps and Cheetos are cooked in rice bran oil to significantly reduce saturated fats.
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PepsiCo’s Agri Operations in India

Currently, about 26 per cent of Pepsi's export turnover comes from processed agri-
products including basmati rice, peanut butter, tomato and chilly paste, garlic and ginger
paste. The company has been working with farmers in Punjab since the 1980s, initially
pulping tomatoes in return for obtaining government permission to produce and sell its
drinks in India. Pepsi introduced new varieties that have helped boost the state's tomato
crop from 18,000 tons in 1988 to 300,000 tons in recent years.

Although no longer involved with tomatoes, PepsiCo has a five-year program with the
Punjab government to provide several hundred farmers with four million sweet-orange
trees for its Tropicana juices by 2008. It is also developing a seaweed crop for a food-
gelling agent on 4,000 rafts off the southern Indian coast. The company has introduced
Punjab farmers to high-yielding varieties of other crops, such as basmati rice, mangoes,
potatoes, chillies, peanuts, and barley, which it uses for its Frito-Lay snacks or sells to
domestic and international buyers.

PepsiCo Potato Operations

Pepsi has three potato processing plants in India, located in Punjab (Sangrur), West
Bengal (Sankrail near Kolkata) and Ranjangaon near Pune in Maharashtra. The
production capacity at these three plants is approximately 10,000 MT for Channo in
Punjab, 18000 MT for Pune and 7500 for Kolkata. Potatoes are currently procured from
Punjab, Uttar Pradesh and West Bengal (Winter season) and during the summer months
from Karnataka and Maharashtra. The quantum of potato sourced under contract farming
has risen from 2,920 tonne in 2002 to 57,000 tonne in 2007. Potato sourced under
contract farming accounts for roughly 55% to 58% of PepsiCo’s total requirement (The
Hindu Business Line, 2008). The company is currently working on extending the area of
potato in Jharkhand and Bihar.

In this study, the potato production site in West Bengal was explored. This is because
West Bengal plant has the highest capacity. Also West Bengal is a traditional potato
growing area, and it is interesting to see the difference between the traditional potato
growers and PepsiCo contract growers. The Maharashtra operations where the farmers
are not traditional potato growers will also be interesting to capture.

The company has different models of involving farmers in different regions, given the
socio-economic conditions of the particular location. The models used are working
through, co-operatives, involving NGOs and working directly with farmers. In West
Bengal, the ‘Vendor model’ has been used. Vendor is the local person hired by the
company as a liaison person between farmers and company. He is accessible to the
farmer as he stays in the vicinity. Farmers can approach him directly in case of any
problem. He in turn communicates the issue to the company experts. The vendor also
ensures availability of seeds and other inputs at the farm level and is involved in
monitoring the crop along with the company agronomists. The West Bengal operations
were initiated in 2003. This region has Rabi crop. The company currently undertakes
contract farming with 1800 farmers over 1600 acres in West Bengal, procuring about

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12,000 MT of potatoes. By 2010, the company intends to procure about 30,000 MT of
potatoes from the state for Fritolay (Financial Express, February 2008).

4. Potato Chip Supply Chain: Food Quality and Safety Issues

Processing and Quality Requirements

The quality parameters set in place through the chain are driven by the buyer
requirements and specific requirements for processing. Potatoes grown in India for
traditional use have high sugar content and less solids. Processing requires potatoes with
low sugar content (0%) and high solids (between 15 to 20%). Apart from these
requirements, the company is HACCP and ISO certified which requires stringent quality
control at all levels in the chain. Specific requirements are met by ensuring quality
compliance at every stage, R&D, farming, storing, processing, and packaging. This
section describes in detail steps taken to ensure quality at every stage in the chain.

R&D Thrust Areas

As mentioned above potatoes required for making chips, French fries and other fried
products have low sugar content to avoid browning of the finished product. The sugar
content of potatoes is determined by the genotype and several pre- and post-harvest
factors. The major preharvest factors affecting sugar content are crop maturity,
temperature during growth, mineral nutrition and irrigation, while important postharvest
factors are mechanical stresses and storage conditions. Each genotype requires an ideal
preand post-harvest treatment to maintain low sugar levels; any kind of stress results in
sugar accumulations.

As most of the potatoes are used as ware potatoes the most common variety grown in
West Bengal is “Kufri Jyoti”, other major variety is “Kufri Chandramukhi”. Chipsona I
and Chipsona II and Atlantic with low sugar and high solid content have been introduced
for processing purposes. Before introducing the varieties to the farmers, extensive trials
of various varieties were undertaken and a package of agronomic practices suitable to the
local agro-climatic conditions has been developed in collaboration with Central Potato
Research Institute (CPRI). The package of practices developed includes specific fertilizer
requirements and spraying schedule.

Farm Inputs

The company ensures availability of inputs to farmers working in the area. The “vendor”
in the region ensures that the farmers falling under his supervision have all the required
inputs at the right time. In the case of Pune, farmers working with the company are given
an input kit. Initial the kit is made available free of cost. In West Bengal, the company
advises on the use of quality inputs. If the company is providing inputs then the cost is
deducted during buy back of potatoes. Seed potatoes of specific varieties for processing
are provided by the company.

Apart from ensuring inputs, the company had also introduced crop insurance under
Agricultural Insurance Company (AIC) and weather insurance from ICICI Lombard.
Generally, the transaction cost of insurance companies is high because of dealing with
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individual farmers. If the farmers are linked with a company, the transaction costs are
significantly lowered. Hence the company was able to negotiate special premium rates
with AIC. Further, clearance of claims is also much faster because of company
involvement instead of each individual farmer dealing with the insurance company. The
special premium rates negotiated with AIC is not available this year, but the company is
exploring options with other insurance companies. Similarly, in Karnataka as well
PepsiCo created an institutional frame-work roping in Shimla-based Central Potato
Research Institute (CPRI), agro-chemical giant Du Pont besides providing weather
insurance from ICICI Lombard General Insurance (Economic Times, 2007).

Farm Production

For producing specific variety and for enhancing productivity PepsiCo is very closely
involved with its contract farmers for potato production. The company has employed
team of agricultural graduates, who work with the farmers to provide technical input and
to monitor the production with the farmers in their specified area. One technical expert
deals with approximately 100 farmers. The farmers reported that because of the technical
information provided by company agronomists the use of chemicals and fertilizers is
much more timely and effective.

A change in production management from traditional practices is crop spacing. In

traditional method row to row spacing is 18-20 inches and plant to plant is 4-5 inches but
in case of Frito-lay the relative spacing is 26 and 8 inches. Increase spacing helps to
increase yield, reduce greening of potato, and reduces the share of undersized potatoes
which cannot be used for chip making.

The agronomists regularly monitor the fields at the time of planting, spraying, harvesting
etc. If there is expectation of an outbreak of any disease or pest, they inform the farmers
about timely spraying. Any major problems are attended on priority with input from the
company researchers if necessary. Regular scouting helps early identification of
infestation by pests and diseases. This significantly helps to reduce crop loss. It is not
only the PepsiCo contract farmers but all potato growers who benefit from early detection
of diseases, which can be considered as “positive externality” of the company’s
operations.

The general practice in West Bengal is to take the potato crop after paddy. Early planting
of potato leads to early harvesting of the produce, which fetches a higher price. To
produce early potato farmers are recommended to go for short duration paddy so that land
is available for early potato.

Harvesting and packaging

“Handle potatoes like eggs not like stones”, was the message the company agronomists
were giving the farmers. This statement conveys the care taken through the post harvest
management process. Traditionally, jute bags have been used for packaging potatoes.
Instead of jute bags, the company has propagated the use of plastic bags for packaging as
it ensures better storage.
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Grading and Sorting

At the company’s unloading dock, the potatoes are mechanically graded for size. Potatoes
that are too small for processing are separated. Also, there is visual inspection for
damaged potatoes. Test for sugar content is undertaken by frying a small sample from
this lot. Potatoes with high starch content will turn red on frying. Sample tests are also
undertaken for solid content. Potatoes that do not meet the requirements are rejected.

Storage

Critical factors in successful storage include variety, methods of culture, harvest, field
curing, temperature and humidity control, storage and sprout inhibition. Potatoes are
stored at 12 degrees to control conversion of sugar to starch. At this temperature potatoes
can be stored up to 4 months. Further, potatoes are also treated to limit sprouting.

Processing Center

Selected material is taken to the processing plant and is subjected to washing and peeling.
Peeled potatoes are subject to metal detection and inspection for physical damages and
discoloration. Following this, the potatoes are run through rotating slicers, and are
subjected to deep frying. The fried chips undergo optical testing for color. As mentioned
earlier, the rice bran oil is used for frying which significantly reduces saturated fat
content. At the last stage the chips are mixed with spices and packed. Thorough testing of
inputs and packaging materials is also conducted. The plant has a well equipped quality
testing lab.

5. Comparative Analysis of Gross Margins and Risk: PepsiCo

Contract Farmers Versus Farmers Selling to Traditional Market
Detailed information regarding production costs and value of output is presented in Table
2. Based on this, the gross margins for both the groups are calculated. The cost of
production for PepsiCo farmers is Rs. 30,180 per acre whereas the same for farmers
selling to the traditional market is Rs. 25,280. The major difference in the production
costs is from the seed cost. In the case of traditional farming, the seed rate is lower as
smaller tubers can also be used for planning. In the case of contract farmers the seed cost
is higher because of the size of the seed potatoes and specific variety used. Finally the
cost for agro-chemicals is also higher for PepsiCo farmers

The potato yield for contract farmers and non contract farmers is between 10-12 MT. In
the case of contract farmers about 8-10 MT of the production can go as chip grade, the
rest is sold to the open market. PepsiCo announces prices before the beginning of the
season. Different prices are announced for early crop, peak season and ending crop. The
price range in 2007 was between Rs. 3.6 to 6.4 per Kg, whereas the market prices during
the last crop season ranged between Rs. 2.8 to 5.5 per kg. The value of production for
PepsiCo farmers ranged from 34,000-62,000 (@ 10 MT/acre) and 41,000-75000 (@12
MT/acre). The comparative figures for farmer selling to the traditional market were Rs.
28,000 - Rs. 55,000 and Rs. 33,600 – 66,000. Based on the cost of production and price
realization the gross margins accounting for different yields ranged from Rs. 3820 to Rs.
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44820 for the contract farmers, while same ranged from Rs. 2720 to Rs. 40,720. In some
cases, where the farmers have closely followed the production practices of the company
agronomists, the yields were as high as 18 MT/acre. The corresponding gross margins in
this case can range from Rs. 28,620 to Rs. 81,420 assuming 14 MT of chip grade.

It is obvious from the above discussion gross margins in the case of contract farming are
higher than farmers selling to traditional markets. Further, in calculating costs, the loss of
income due to lack of transparency in weighing, commission paid to the agents at the
mandis (markets) has not been considered here, but these are factors which affect the
income of non contract farmers. Finally, several farmers would have borrowed money
from traders for purchase of inputs. Often times they have to sell at lower than market
price as the interest on loan by the trader. In the case of Pepsico farmers, the company
has a national level tie up with State Bank of India to provide credit. These factors also
have to be considered in assessing the impact of contract farming.

Table 2: Margin: PepsiCo Contract Farmers versus farmers selling to traditional

Market (per acre)
Chip-Grade Traditional
Cost of Cultivation for potatoes Potatoes Potatoes
Seed tubers(ATL) 16000 12000
Land Preparation 400 400
Fertiliser-N:P:K=100:60:80 3100 3200
Irrigation 900 900
Labour 4500 4500
Agrochemicals 3000 2000
Gunny bags 1280 1280
Organic manure-FYM-1mt 1000 1000
Cost of Cultivation per acre 30180 25280
Yield 10-12 MT 10-12MT
Yield for chip grade 8-10 MT --
Market Price Rs/KG 3.6-6.4 2.8-5.5
Value of Output 34,400-62,200 28000-55000
(yield 10 MT/chip grade 8MT)
Value of Output 41,000-75000 33600-66000
(yield 12 MT/chip grade 12 MT)
Gross margin (yield 10 MT) 4220-32020 2720-29720

Gross margin (yield 12 MT) 11420- 44820 8320-40720

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 Table 3: Risk Analysis – PepsiCo Contract Farmers versus Traditional Farmers
Increased(×) PepsiCo Contract Farmers Farmers in Traditional
Minimized(Ø) Market
Same(Ù)
Weather or Ø This risk is minimized as the The farmers themselves
Drought Related company’s extension agents are have to decide what to do
Risks in touch with the farmers. In in a critical situation
case of expected outbreak or
weather change, they inform the
farmers to take the necessary
action. But, in reality this is also
a problem as this is a natural
calamity, some losses do occur.
Risk from short- Ø This risk is also minimized as a Farmers selling to the spot
term commodity minimum guaranteed price is market have to bear the
price fluctuation fixed for the contract farmers. brunt of fluctuating
market prices.
Risk from Long Ù NA --
term Price
fluctuation
Asset Risks NA There is no provision for asset --
risk management in the contract
Financial Risks Ø Company can be involved in --
(Loans and arranging the loans between the
Credit) financing company and farmers.
These farmers will probably
have more leeway in the case of
a default.
Exchange Rate NA NA --
Risks
Risks of poor or Ø This risk is minimized as the --
deficient company Extension Workers
information inform the farmers if a disease
outbreak is expected.
Biological risks Ø These risks are also minimized --
as the company extension
agents are scouting the fields
regularly
Legal and Ù Currently, there are no --
Governmental regulations in the country.
Risks Consequently the risk from
defaulting and legal
implications are not very high.
Farm Ø Company extension agents are --
Management also providing information on
Risks (Impact on these issues as well.
Technical
Production
systems)
Personal Risks NA NA --

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Risk Analysis: Contract Farmers versus farmers selling to traditional market

Table 3 shows the risk analysis between PepsiCo contract farmers and farmers selling to
the open market. The second column shows the whether the risk for the contract farmers
is higher, lower or same as the farmers in the traditional market. It is evident that on no
account is the risk for the contract farmers higher than the farmers selling to the
traditional market. Risks related to weather related issues and biological pests, is reduced
in the case of contract farmers, as the company agronomists are very actively scouting the
area for pests and diseases. This is a positive fall out for other farmers not working with
the company as well, because they are also informed of disease onslaught in advance.

Financial risks are reduced in the case of the farmers working with the company as they
have support on this front. The credit required for inputs can be better managed as the
company is involved in ensuring availability of inputs. As discussed above, risks from
price fluctuation are minimized as the prices are announced ahead of time. Personal risks
remain the same as there is no provision for these in the contract. Finally, the
repercussions for legal risks can be higher in the case of contract farmers IF there is
retaliation from the company on defaulting farmers. However, currently there are no
regulations in place for enforcing contracts. Thus, this risk currently is not very high, but
can become important when these regulations are put in place. Finally, because of
weather insurance arranged by the company the production risk due to vagaries of
weather is also significantly reduced.

6. Concluding Comments
This case study of the potato chip supply chain is a good example of how international
quality requirements are met by small farmers. A very strong extension network by the
company helps to monitor and maintain quality at every level. Evidently the farmers
working as contract growers are benefited on several fronts: there is extensive training
and education of farmers for proper timing and method for sowing harvesting and other
field operations; farmers’ overall management capabilities are enhanced by meetings and
visits by agri-experts from time to time. Gross margins for contract farmers are higher.
Further, because the company announces prices ahead of the production season, they are
sure of covering at least their production costs and can invest in agro-chemicals and other
inputs which in turn leads to enhance productivity. Other risks from crop infestation and
weather changes are also minimized as company’s extension agents are constantly
working with the farmers to give timely input on these issues. Finally, weather insurance
is also available for the company contract farmers, which further minimizes risks.

The obvious advantage for the company is in getting an assured quantity and quality for
chip making to enable optimum capacity utilization of the plant. Direct involvement with
farmers enables good communication to ensure availability of produce which meets the
specific requirements for processing and as well as quality norms for certification.

In the absence of a legal frame work, or even if there is a regulatory mechanism, trust
between both parties is important for success in contract farming. The company field
officers have close interactions with farmers to discuss issues and problems in potato
production. This has enabled them to develop trust in the company overtime. The
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company announces prices for potatoes in advance, which is a critical factor in
maintaining farmer loyalty. However, there is always a risk of farmer selling to the open
market when market prices are high. This issue can be addressed overtime by developing
relationship with farmers. Further, the company encourages farmers to plant part of their
crop for processing and a part for selling in the open market, so farmers can capitalize on
the market prices rise.

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References:

Bhattacharya, Sindhu, 2004. “Frito Lay's to set up new facility near Kolkata” The Hindu
Business Line, (www.hindubusinessline.com), accessed on 07/12/07

Commodity Online Special. 2007. “Pros and cons of contract farming” (www.rediff.com)
accessed on 11/12/07

Economic Times. 2007. “Pepsi helps out potato farmers in Karnataka”,

(www.economictimes.com), accessed on 12/12/07.

Financial Express. 2008. “Pepsico to procure 30,000 tonne potato from West Bengal
Farmers” (www.financialexpress.com) accessed on 25/02/08

Kumar, B., Mistry, N.C., Singh, B., Gandhi, C.P., (Editors) 2006. “Indian Horticulture
Database 2006” (http://www.nhb.gov.in/staticfiles/DB.pdf, accessed on 05/11/2007)

PepsiCo India (www.pepsiindia.co.in) accessed on 3/01/08

Roy, Amber Singh, 2006. “Potato cultivation in full swing in West Bengal” The Hindu
Business Line, (www.hindubusinessline.com), accessed on 07/12/07

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